Today we’d like to introduce you to Liz Nash.
Liz, please share your story with us. How did you get to where you are today?
I am the owner of Naked Cake Farm. Every time I’ve been asked how I got started, I laugh! The launch of my business was so unconventional.
I never wanted to be in hospitality because the majority of my family chose that route, and I wanted to be different. My grandma was a pastry chef, my mother a chef, my brother a chef, my husband a chef…. you get the picture!
When I moved out of home, I explored a lot of different academic avenues, testing the waters of what career move I wanted to make. Low and behold, while pursuing my Masters in Sydney, Australia, my passion for making and creating with my hands was reignited.
While studying, I worked part-time as a cake decorator and assistant to a luxury wedding cake, edible art and desserts company called Sweet Bloom Cakes. This experience paired with memories of being in the kitchen with my grandmother from a young age resurrected this innate gift that had been in my family through generations.
And after six years of living abroad, I transitioned back home to San Diego carrying fresh passion and skill that soon translated into a good side hustle. Inspired by two amazing women, and drawing from nature, fashion and art, I revamped my grandma’s classic recipes, adding my own flair! In 2014, I created Naked Cake Farm to offer delicious cakes and sweets through a customized service, tailoring a design specific to my client’s personality and event styling.
I love to celebrate, and I love celebrating others. This past September we celebrated our first “official” year of business, so if you are reading this and have followed our journey or been a client of ours, “THANK YOU SO MUCH” for your support. We appreciate you!
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The business model that I’ve lived by which is no advice to anyone is, “Just roll with it!” Starting a business is not easy, especially when you have a ‘dive in, all in’ mentality.
Luckily, I had some people around me that have gone before and able to give me some tips and tricks of the trade. While I could come up with an exhaustive list of struggles, all mine stem from one bad decision – being unprepared. And on the flip side, are you ever really?
When I started my business, I envisioned a slow start, thinking I’ll check off all the boxes along the way. My husband encouraged me – “make sure you cost it all out before you get started.” << He’s a good egg that guy, I should have listened!
My business boomed after participating in the 2017 Local Holiday Bazaar. I couldn’t contain the demand – I wasn’t prepared. And when I say this, I’m talking about having a business plan that included ALL the numbers – the cost of every component broken down for each recipe and yield.
Knowing what you start with, knowing how much it costs to make one item, knowing how much additional is required to cover overhead costs, and knowing how much to charge to cover every cent of those costs, and if possible, paying yourself.
I’ve definitely made my fair share of mistakes, and even still learning. You can never be too much of an expert in your craft. There is always more to learn – and I am so thankful for other cakers and bakers that have paved the way so that I can learn and grow into the vision that I have for Naked Cake Farm.
Please tell us about Naked Cake Farm.
Naked Cake Farm is a San Diego-based catering business producing all kinds of awesomeness in the form of cakes, sweets, and pastry.
Specializing in buttercream wedding and celebration cakes, our skilled team is known for creating gorgeously detailed creations using our own distinctive design of rustic meets pretty. Our brand is to be ‘naked,’ and in saying this, we mean minimal frosting (hence the ‘naked’ and ‘semi-naked’ cake styles) and minimal sugar, topped with fresh fruit and florals. Our works are thoughtfully hand-crafted and made using the finest quality materials and ingredients. And where we can, we definitely do our best to source locally!
While our cake flavors are natural, unique and untraditional, most of what we offer can be made gluten-free and/or vegan. (Note: BREAKING NEWS – stay tuned for our release of SUGAR-FREE dessert selections next year!) And on this note, I think this is one of the things that sets us apart from others – we believe that there are always alternatives, so if there are allergies and/diets you’d like us to accommodate, just ask! Whatever your event, we will do our best to develop and offer a unique taste and look, specific to you and your special occasion.
What quality or characteristic do you feel is most important to your success?
It’s difficult to answer this question without mentioning a group of traits that work together to drive one’s success, and I would say these:
1) Technique – Jacques Pepin once said, “I tell a student that the most important class you can take is technique. A great chef is first a great technician. ‘If you are a jeweler, or a surgeon or a cook, you have to know the trade in your hand. You have to learn the process. You learn it through endless repetition until it belongs to you.”
2) Ambition – Be really good at what you do and then do better.
3) Courage – Overcome your enemies – and my biggest ones are fear and doubt. You’re always better off without them hanging around.
4) Commitment – Be committed to what sets you apart. Create, create well, and continue to do it with passion. People can always tell the difference between products done with love and heart than those without.
5) Network – Build relationships with people that are your biggest cheer squad. These are the people that will not just inspire and encourage you to dream bigger but will also help you get there.
Pricing:
- Signature Naked Cake starts at $75
- Cupcakes, $36/dz
- Mini Cupcakes, $22/dz
- Cake Donuts $30/dz
- Vanilla Shortbread, fondant & customized text $34/dz
- Cake Pops $34/dz
- Macarons $30/dz
- Mini Tartlets $45/dz
- Rocky Road $48/dz
- Flavored Popcorn $15/ bag
Contact Info:
- Website: www.nakedcakefarm.com
- Phone: 6193944912
- Email: hello@nakedcakefarm.com
- Instagram: @nakedcakefarm
- Facebook: @nakdcakefarm
- Yelp: https://www.yelp.com/biz/naked-cake-farm-el-cajon-3
Image Credit:
Mariah Brink, Mariah Brink Photography
Savannah Condon, Savannah Condon Photography
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